Great point noblynx, but if we were competing with say a company making an evergreen product like tissues and going against Kleenex or Puffs, or a laundry cleaner by a big brand like a Proctor & Gamble we would have problems changing their favorite products.
That's because the improvements may just be nuanced. But if what we all believe to be true with Moore's Law and the Purple Wall, we are driving like Thelma & Louise (thanks Netflix) towards the cliff. So are they horse whip makers fighting against this newfangled notion horseless carriage, and doomed for extintion, or prescient of how to make even more profits and IF PROVEN all roads lead to the Goo.